Factors influencing Saudi consumers’ behaviour towards food online purchasing: Pilot Study

Abstract

The pilot study aims to investigate the factors which affect the behaviour of online food consumers in Saudi Arabia. After investigating the previous similar studies, the factors of trust, subjective norms, utilitarian and hedonic values were employed as independent variables to study their effect on consumers of online food in Saudi Arabia. A sample size of 50 respondents was employed to answer a self-administrated questionnaire then these responses were analysed by using Smart-PLS software. The results showed that hedonic values and trust have no influence on Saudi consumer behaviour during ordering online food while utilitarian values and subjective norms have significant influence on Saudi consumer behaviour.